Australia's Federal Government has unveiled proposed legislation aimed at significantly tightening gambling advertising rules, with social media influencers set to become one of the primary targets. As reported by The Australian Broadcasting Corporation, the reforms seek to reduce public exposure to gambling promotions, particularly among children and young people.
Under the proposed laws, gambling operators would be prohibited from entering into paid promotional arrangements with influencers, celebrities, sports personalities, podcasters and other high-profile figures. The restrictions would apply regardless of an individual's audience size or the platform used to distribute the content.
Communications and Sport Minister Anika Wells said existing advertising rules no longer reflected community expectations, arguing that gambling promotions had become increasingly difficult for Australians to avoid.
Beyond influencer marketing, the bill proposes tighter controls across multiple advertising channels.
Gambling advertisements would face stricter limits on television and radio, while online platforms would be required to prevent advertisements from reaching users under 18 and provide adults with an opt-out mechanism. The reforms would also prohibit gambling advertisements inside stadiums and on players' jerseys.
While the government has described the package as a major step forward, the proposal has drawn criticism from across the political spectrum. Several Labor MPs, opposition members, Greens representatives and independent lawmakers have argued the measures stop short of the sweeping reforms recommended in recent parliamentary reviews.
Among the proposals being debated are extending television advertising restrictions to cover all live sporting broadcasts regardless of the time of day, introducing a nationwide ban on gambling inducements such as bonus bets, and replacing the planned online opt-out system with an opt-in model.
The legislation will now be examined through an eight-week Senate inquiry, where lawmakers are expected to consider amendments before the bill returns to Parliament. Despite calls for broader restrictions, the government has cautioned that prolonged parliamentary scrutiny could delay the implementation of reforms designed to reduce gambling-related harm.
The reforms also include a levy on wagering operators to fund awareness campaigns promoting BetStop, Australia's national gambling self-exclusion register
